Why do we have to do packaging? This is the most fundamental issue. From the original aim of maintaining the value and status of commodities, focusing on their functions of transportation, warehousing and use, to beautify commodities and attract purchases, we give them text, symbols, and patterns. , logo and color expression, then, after designing so many brands, what do we ignore? We ignore the real needs and wishes of consumers.

â–  high cost packaging line not far

What is really needed by consumers is that the most essential thing is undoubtedly good value for money. And we often in product development and design, the higher the cost of packaging materials, can be described as gold and silver copper iron tin, mahogany ebony wood, have put on the court, no doubt, our packaging is really beautiful, but the price of packaging materials It's ridiculously high. Reflecting on the packaging design of liquor for many years, it is actually not the will of consumers, but what we sell to them is what we instilled in them. Imagine that for a wine that costs 20 yuan, the cost of packaging materials accounts for as much as ten yuan, and it counts its channel profit, storage and transportation, and advertising support. Is that not just a few cents? It is far from deviant.

Why did this happen? The need for market competition is an argument, but it is not a reason to be convinced. Any malformed form, whether physical or ideological, must not go further. Should the country reorganize the moon cake packaging market, will the wine packaging market also have that day? I wait to wake up.

â–  The best simple and clever

So, how will the packaging be done? I thought that when it comes to its beauty, it works fine. The design is mainly to control the cost, the white card can also make a good design, gold and silver cardboard can be infinitely variable, glass bottles can not be refined, only add to its interest. Chinese culture is profound and profound. Poor life can't be ignored, and the subtleties of the sub-collections of history are all conveyed to the wine brands. The topic of the country's essence culture is the beauty of the designer and the beauty of the company and the beauty of the industry. Of course, the name "Princely will phase" is not good to do, this is an alternative culture, I am very unhappy with such items.

As designers, we also have no choice but to do some extravagant packaging. In fact, the luxury packaging, design is very good, high-grade materials, will be outstanding. I often joke with my peers. In fact, the design price of a single white card box should be higher than a big gift box because a single box is really in the mind, but few people understand it.

Emphasizing the concept of brand building is a real service for the wine industry. The packaging is controlled and the quality of drinks is better, so that consumers can really get some benefits and make the brand more competitive.

â–  Brand support

The cost is controlled, and its product packaging is naturally inferior to some products. Some people are worried that such packaging display sales competitiveness is not strong. In fact, this is a question of brand building. Is packaging above the brand or does the brand lead the pack? Of course, the latter, there is no vitality in the wine packaging without a basic design. “The skin is not there and the hair will be attached.”

Nowadays, most liquor brands have narrowed their brand development into packaging development. They have created a so-called image product, then middle and low grades, and so on. In fact, no matter how beautiful the packaging is, it will not be immortal. Any one hundred years brand, its memory is a simple image, it will not only be a package. The image is constructed under the guidance of a unified brand culture and needs continuous deepening and sublimation. This requires the designer to maintain and requires many generations of designers to follow suit. The brand value of the goods, its packaging can be made cost-effective, this point, "Jin Liu Fu" really does a good job.

Xu Weixin Foods-2006-11